In the past three months, Meta has made several important changes to its advertising platform and announced updates that will be beneficial for marketers, SMM specialists, and advertisers.
1. Launch of Ads in Threads
🔹 Starting January 2026, Meta began testing ads in Threads. Currently, this is available to a limited number of advertisers in the US and Japan.
🔹 Ads appear in the feed between posts.
🔹 Plan: Expansion of ads to other regions and advertisers in 2026.
📌 Source
2. Changes in Content Moderation Policy
🔹 Meta is easing moderation rules: instead of automatically removing content, users are given more control over what they see.
🔹 This could impact brand safety: your ads may appear more frequently next to content that was previously blocked.
📌 Source
3. Increased Use of Artificial Intelligence (AI)
🔹 Meta continues to invest in AI, which enhances recommendations on Facebook and Instagram and improves ad targeting accuracy.
🔹 AI is expected to help optimize advertising campaigns and enhance content personalization.
📌 Source
4. Less Personalized Ads in Europe
🔹 Under pressure from European regulators, Meta has allowed Facebook and Instagram users to turn off personalized ads.
🔹 In this format, ads are based only on general demographic data (gender, age, location), without considering interests and activity.
🔹 This restriction may reduce targeting effectiveness in Europe.
📌 Source
What Should Marketers Do?
✅ Review advertising strategies – due to relaxed moderation and restrictions on personalized ads in the EU, new targeting approaches will be necessary.
✅ Utilize AI – Meta is actively developing AI algorithms that can improve campaign effectiveness.
✅ Keep an eye on new platforms – advertising in Threads is still in testing, but be prepared for a large-scale launch.
🚀 The advertising landscape in Meta is changing rapidly! If you're working with targeting, it's crucial to adapt to the new conditions and stay updated on all changes.
